BRAND DEVELOPMENT ASSISTANCE SCHEME (BRANDAS)

Mr Tay Beng Chuan asked the Minister for Trade and Industry if his Ministry has collated statistics on the number of applications for the Brand Development Assistance Scheme (BRANDAS) over the past few years; how many have successfully qualified for the scheme; and how many of these brands have benefited from the scheme to distinguish themselves as brands of international renown.

The Minister of State for Trade and Industry (Mr Lim Swee Say) (for the Minister for Trade and Industry): The Trade Development Board implemented the Brand Development Assistance Scheme (BRANDAS) in February 1991. Since its introduction, TDB has received 21 applications from Singapore companies. Of these, 17 were supported with a total grant of S$1.71 million.

According to the 12 companies which qualified for the scheme before May this year, incremental sales turnover resulting from approved brand projects is estimated at about S$42 million for the period 1997 to 2001.

One successful story of a Singapore company which has used aggressive branding to gain market share is Tat Hui Food Pte Ltd. With the assistance provided by BRANDAS, Tat Hui launched its own range of instant noodles, "Yummy Yoodles", in Australia. "Yummy Yoodles" today has become the third best-selling brand among its class of products in Australia with about 15% market share.

We hope to see more success stories in time, as brand development is a time-consuming effort. Currently, 14 of the 17 approved applicants are only within their first two years of implementation.

Mr Tay may also be pleased to note that BRANDAS was renamed the International Brand Marketing Programme (IBMP) in 1998.